Must Read: Why Brands Are Sliding Into Your DMs, How Social Media Transformed Fashion in the 2010s

Plus, the ripple effects of Barneys's financial struggles and Fenty Beauty expands to Asia.

These are the stories making headlines in fashion on Friday.

Why brands are sliding into your DMs 
In a digital-first age, companies are relying on tactics like texting, WhatsApp and Instagram to drive marketing and sales. Brands like Tommy Hilfiger, Dirty Lemon, Estée Lauder and Everlane have come to rely on "a mix of the automated and the interpersonal" to find success with conversational commerce, and the trend is projected to continue growing both in the U.S. and abroad. {Business of Fashion}

How social media transformed fashion in the 2010s
Vogue takes a closer look at the impact social media has had on culture and on the fashion industry over the last decade. "If the decade of influence has taught us netizens anything, it's that just as quickly as you can go viral can you be #canceled," writes Steff Yotka. "Just don't cancel all the influencers, because after influencers come A.R. characters and A.I. bots, which have mastered groupthink in a way humans never could. That's something to think about as we move into the second decade of the influence olympics." {Vogue}

Dolce & Gabbana is still 'canceled' in China
After sparking racism controversy in November 2018, Dolce & Gabbana has tried to remedy its image — and seems to have done so a bit in the U.S. and Europe. But in China, one of its most important global markets, it's still considered "canceled." According to a report from Gartner L2, the brand's social media engagement in the Asian country was down 98% from the previous year. Given that China makes up an estimated third of the brand's total sales, the business repercussions are likely to be significant. {Gartner L2}

How to use 'drops' in the Instagram age
As "drops" have taken over much of the way the fashion industry moves product, labels like Louis Vuitton, Celine, Balenciaga, Fendi, Moncler, Rimowa and Burberry have all gotten in on it, using social media to build hype and drive sales. But there's a certain strategy to a successful drop: "Brands need to approach the drop model with caution, as there's much more to it than producing smaller quantities of a product and posting an elusive Instagram post," writes Zoe Suen for BoF. "An engaged social media following and reliable distribution channels can be 'make or break' factors." {Business of Fashion}

Ripple effects from Barneys's financial struggles could impact independent designers
As Barneys faces financial woes and considers bankruptcy, indie designers may also feel the effects of the retailer's struggling business. "Barneys has long been a champion of independent companies and emerging designers," writes Vogue Business. It's these brands, the publication notes, that would likely see the most strain as the effects of Barneys's financial struggles ripple throughout the industry. {Vogue Business}

British Beauty Council releases new report on beauty industry
The beauty industry is now worth an estimated 30 billion euros to the UK economy, according to a new report published by the British Beauty Council. Not only does it employ nearly 370,000 people but it also "supports" another 220,000, which outpaces the law and social work sectors. The report, which the council commissioned from Oxford Economics, is the first of its kind to explore this sector in-depth. Its findings also noted that the beauty sector "makes a bigger contribution to the UK's gross domestic product than even motor manufacturing or publishing." {The Telegraph}

Fenty Beauty is Asia bound
Rihanna's massively successful cosmetics brand Fenty Beauty is expanding to Asia in September, according to an announcement the brand made via Instagram. "We know we haven't reached everyone, but we hear you, and we're committed to making sure everyone is included. That's why we're bringing Fenty Beauty to Hong Kong, Macau, Seoul and Jeju," read the caption. {@FentyBeauty/Instagram}

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